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VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION MARKETING CHANNEL DESIGN AN OPTIMAL MARKETING CHANNEL STRATEGY OF ZARA VIETNAM Lecturer: Group: Course: Major: MBA PHAM VAN PHAT A&B 2020 – 2024 Marketing Management (CLC) HCMC, DECEMBER 2022 Tieu luan LIST OF MEMBERS Member Student ID Task Completition 720H1384 How to approach the needs and problems Limitations & caveats 100% 720H1375 Introduction Market background and context 100% Trần Hương Quỳnh 720H0992 Recommendations for optimizing the marketing channels system 100% Nguyễn Như Ngọc 720H1394 Needs and Problems identification 100% Huỳnh Anh Tài 720H1411 How to approach the needs and problems 95% Trần Nguyễn Bảo Ngọc 720H0947 Word Powerpoint 100% Ngô Trần Hồng Quyên 719H0902 Key findings / results 100% 51900509 Needs and Problems identification Conclusion 100% Nguyễn Thị Mỹ Huyền Vũ Thụy Thanh Hà Phùng Gia Hy i Tieu luan THANK YOU In fact, there is no success that is not tied to the support and help, whether more or less, directly or indirectly from others During the time since I started studying at the university until now, I have received a lot of attention and help from teachers, family and friends With the deepest gratitude, I would like to send to all the teachers at the Faculty of Business Administration - Ton Duc Thang University who, with their knowledge and enthusiasm, imparted valuable knowledge to us in the future throughout the school year And especially, in this semester, the faculty organized for us to have access to a subject that I think is very useful for students of Marketing, which is Marketing Channel I would like to express my sincere and deep thanks to Mr Phạm Văn Phát for his dedication to guiding us in each class session as well as in conversations and discussions on professional fields Without the guidance and teachings of the teacher, I think my lesson would be very difficult to complete Finally, I would like to wish the teachers of the Faculty of Business Administration, Mr Phạm Văn Phát, good health and faith to continue to carry out his noble mission of imparting knowledge to future generations Best regard! Hồ Chí Minh City December 15, 2022 Group A&B ii Tieu luan Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam TEACHER COMMENT ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan iii Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam CONTENT THANK YOU .ii TEACHER COMMENT iii INTRODUCTION .vi I MARKET BACKGROUND AND CONTEXT 1.1 Manufacturer/producer & products’ overview .1 1.1.1 Background: .1 1.1.2 Successful: 1.2 Environmental factor 1.2.1 Economy 1.2.2 Technology 1.2.3 Competition 1.2.4 Social-culture 1.2.5 Government II NEEDS AND PROBLEMS IDENTIFICATION .5 2.1 From manufacturer / producer’s perspectives .5 2.1.1 Product 2.1.2 Place 2.1.3 Price 2.1.4 Promotion 2.2 From the intermediaries’ perspectives 2.2.1 Product 2.2.2 Place 10 2.2.3 Promotion 10 2.3 From the customers’ perspectives .11 2.3.1 Product 11 2.3.2 Price 11 2.3.3 Place 12 2.3.4 Promotion 12 III HOW TO APPROACH THE NEEDS AND PROBLEMS 13 3.1 Primary data 13 3.1.1 Question table 13 3.1.1.1 Demographic 13 3.1.1.2 Survey .13 For Zara’s Customer: 13 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan iv Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam 3.1.2 Data analyze 14 3.1.2.1 Demographic 14 3.1.3 Part .15 3.2 Secondary data 20 IV KEY FINDING / RESULTS .23 V CONCLUSIONS 26 VI RECOMMENDATIONS FOR OPTIMIZING THE MARKETING CHANNELS SYSTEM 27 5.1 Channel structure [Channel strategy] 27 5.2 Optimal marketing / distribution channel [Channel motivation] .28 5.2.1 Vertical Conflict Vertical conflicts are conflicts that occur between members at different levels of distribution in a channel 28 5.2.2 Horizontal Conflict 28 VI LIMITATIONS & CAVEATS 29 APPENDIX .30 REFERENCES 31 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan v Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam INTRODUCTION In particular, fast fashion, also known as instant fashion, is a term used to refer to items inspired by the latest fashion trends, which are produced very quickly to be shipped to stores. and sell for user users. This fashion industry allows consumers to purchase striking new, innovative, on-trend designs at affordable prices that are affordable to most people Fast Fashion's target audience is a group of young customers who always have a fashion sense that follows "trends". Because of this special feature, Fast Fashion is transforming the traditional fashion industry with new collections and product lines that are launched in an orderly seasonal fashion. In fact, it's not surprising that Fast Fashion brands continuously launch new designs, even within a week to catch up with the new trend of the market When it comes to big brands in the fast fashion market, names like: Zara, H&M Group, UNIQLO, GAP, Topshop, Esprit, Primark, Fashion Nova and New Look. Not on the list of luxury fashion brands like Hermes, Chanel, Louis Vuitton or Versace. but Zara has become a major brand in the world and in the affordable fashion market with its ability to capture the top trends. Ingenious turning the outfits on the catwalk into everyday clothes is Zara's first secret. Just after the brief fashion week, people saw the real versions of the Christian Dior, Prada dresses. has a price worth in zara stores with similar design for less than $100 Despite bringing many benefits to customers and businesses, this fashion industry is also only cited quite a lot because it narrows down the waste of wasted life. That's why there is another name for this industry that is disposable fashion. Many Fast Fashion followers, especially young people, students, and students who not have too many economic conditions, also admit that they only wear clothes they have bought once or twice, they feel bored and don't wear them again Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan vi Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam I MARKET BACKGROUND AND CONTEXT 1.1 Manufacturer/producer & products’ overview 1.1.1 Background: In the first months of 2022, the export of sewing needles (exports) from Australia can be estimated at about US$22.3 billion (an increase of nearly 18% over the same period in 2021) and the full year export target is 42-43 billion of USD For many years, Vietnam's garment exports have always stood in a high position, always in the "top" of the world's garment exports, but "forgotten" the domestic market To fill the gap of the market, in the past, a series of foreign fashion brands such as Zara, H&M, Uniqlo have landed strongly in the Vietnamese market and the scene of "snake dragons" customers queuing to buy Shopping on the opening day shows the increasingly strong attraction of fashion to Vietnamese consumers In particular, Zara - a foreign fashion brand that has been welcomed and favored by Vietnamese consumers in recent years, with products priced similar to Vietnamese products of the same type, but the biggest difference is that most of the clothes Zara's clothes are modeled from high-end brands' designs, fashion designs are always updated and changed so customers feel they can always buy those outfits unified, but the price is not mixed up like other fashion brands Zara is the first store chain of Inditex Group, the world's largest clothing retailer Inditex itself is a fashion retailer owning brands: Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home Amancio Ortega - founder of Zara, who adapted a unique, innovative and flexible business model This makes Inditex one of the largest retailers in the world Amancio Ortega opened the first Zara store in 1975 in Spain and merged it into Inditex in 1985 1.1.2 Successful: Zara's success stems from its ability to reduce delivery times and react to trends almost instantaneously The company is unafraid to go against conventional wisdom, vertically integrating its supply chain and moving production to Europe (near-shoring), while many in the fashion industry choose to outsource manufactured in lower cost factories in Asia The vertically integrated business model covers all stages of the fashion process: Design, production, logistics, distribution for their own stores The key to this model is the ability to deliver products to customers according to their wishes in the shortest possible time Time is the main factor considered to be comparable to the cost of production in ZARA Zara disrupted the fashion industry by shortening its time to market to less than three weeks, creating a new category of affordable fast fashion This model allows the company to become a heavyweight in the highly competitive fashion industry: Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam to date, Zara has been present in over 88 countries with over 6,500 stores, of which are located in Vietnam and Its net profit for the three months to the end of October 2021 hit an "all-time record" of 1.23 billion euros ($1.39 billion), up 42 percent year-on-year 1.2 Environmental factor 1.2.1 Economy - Cheap labor source: As mentioned before, Zara is a Spanish brand Spain has one of the highest unemployment rates in Europe, which means it has relatively low labor costs — especially compared to other Western European countries, such as France, Germany and the UK Zara manufactures a large part of its products in Spain, so this low labor cost allows them to reduce costs and thereby improve profits - Global economy: Zara is one of the brands that operate worldwide Therefore, the global economy plays a significant role in its growth The global economic slowdowns can harm business The whole world is presently experiencing financial distress Thus, it is affecting Zara's functioning A high inflation rate and less money at the hand of customers can show a negative impact on the business of Zara This economic condition can limit the financial growth of the brand too - Relative affordability: Zara is a well-recognized brand, so those less familiar with its products might think they’re quite expensive On the contrary, Zara is considered a relatively affordable brand in comparison to other European highstreet fashion names This allows the company to thrive even in poorer countries; for example, despite Spain’s slow economy, Zara is still one of the most popular clothing brands in the country In Vietnam, with an average price of to 100 USD (about 180,000 to 2,200,000 VND), it can be said that Zara's products are quite reasonable with the average income of Vietnamese people In addition, the price level of Zara is also "easier to breathe" than other foreign brands in Vietnam such as Mango, Topshop Even this price is much cheaper than Vietnamese brands Typically, Zara men's shirts are only sold for 30 to 50 USD (about 669,000 VND to 1.1 million VND), cheaper than Vietnamese brands such as Viet Tien, An Phuoc or Mattana (with average price from 600,000 VND to 1.6 million VND) 1.2.2 Technology - Use of big data: Zara is one of many brands looking to use technology to expand its reach As one of the world’s most popular fashion retailers, the company has both the money and the audience needed to get the most out of data Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam As a result, Zara is looking to big data — the study of analyzing huge data sets — to find better ways to reach and appeal to consumers With both online and in-person customer touchpoints, this isn’t a straightforward task They have a well-designed website that can help create a robust online presence to grab the attention of potential customers They can target the communities for online marketing, eventually increasing their sales Using advanced technology and worldwide reach, Zara does thorough market research to learn the demand of their customers It gives them ideas about the sectors they need to improve 1.2.3 Competition Zara's biggest competitors include HM and Uniqlo Zara makes a difference from the other two brands thanks to the policy of "taking meat over people", in short, this popular fashion brand launches more fashion products than any other competitor For example, each brand only puts on shelves from 2,000 to 4,000 products, with Zara it is 10,000! Thanks to the development of a huge quantity but still ensuring quality, Zara can attract a diverse customer base, with an extremely diverse aesthetic 1.2.4 Social-culture - Fashionable Brand: Despite its affordability, Zara is a fashionable name for most shoppers This is where you can only praise the company for its hard work Zara delivers a goodquality product for not a lot of money And thanks to the brand’s clever marketing efforts, it feels rather exclusive for buyers Overall, this strong, positive brand presence allows Zara to collect healthy profit margins for its shareholders, while buyers still feel like they’re getting a great deal - Online Shopping Trend: There’s no doubt that online shopping is a major trend in the 21st century Although clothes shopping might not be the best fit for the web, consumers now want to order their garments with the tap of a button, and from the comfort of their own homes This isn’t necessarily a bad thing for Zara, since they already have a popular webshop However, Zara will have to pay close attention to the performance of its online store, since consumer’s preferred channels are definitely changing - Thinking "foreign goods are better quality" of Vietnamese people: Although in recent years, the trend of "Vietnamese people use Vietnamese goods" has always been on top, everyone wants to buy foreign-labeled items because they think: "These products will have higher quality , and when owning will make you feel more valuable than using domestic goods” We can see that, with costumes of Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Image 15: Where you often know about Zara's promotions and gifts? Through survey data, in Vietnam Zara is not really widely distributed but only concentrated in large commercial centers and malls And the buying behavior only focuses on buying offline at Zara's store by 70.8% and the promotion policies are mostly noticed when customers experience shopping at the store, which shows that the distribution channel distribution strategy is not really diverse on the digital channel, ecommerce, retail distribution channels Image 16: When you usually buy? Image 17: Do you think Zara's price is suitable for Vietnamese people's income? Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 18 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Image 18: What difficulties you have when buying at Zara? Through a survey of consumer behavior in Vietnam, we found that consumers' buying behavior often buys goods when there are promotions, and goods that meet the needs of preferences Especially important because the cost is too high in terms of supply chain, Zara's price is quite high compared to the income of Vietnamese people when the survey shows difficulties when buying goods due to high prices and few promotions Image 19: How you rate Zara's product material in accordance with the trend of environmental protection compared to other brands? Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 19 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam In terms of customer need, policies as well as catching up with sustainable fashion trends that minimize environmental harm are extremely effective in receiving good customer reviews through surveys What's more, the right return policies bring good reviews from consumers through their buying experience Image 20: If Zara appears on the e-commerce platform, you think it is suitable or not? Through the survey indicators, consumers tend to prefer to buy fashion goods (and here is Zara) on e-commerce platforms because this is a platform that gradually becomes familiar and is the general shopping trend of fashion customers today 3.2 Secondary data In 2020, the Covid epidemic was complicated, the disruption in the fashion industry began as people were asked to stay at home as a precaution to prevent the spread of the virus Retail stores, markets, shopping malls are all closed, which leads to the maximum restriction of outside shopping, forcing consumers to shop online In addition, authorities around the world also allow online shopping for essential items only, restricting the sale of non-essential items, including fashion, during a certain period As a result, fashion sales decline and inventory is retained throughout the supply chain, while limited global freedom and shipping also jeopardize supply chain operations around the world Fashion market revenue in 2020 decreased by more than 10% compared to 2019 under the impact of the epidemic In which, clothing still contributes a large amount of revenue with more than 50% of the total revenue of the whole industry Communication channels, online shopping received outstanding growth when people started to have the habit of shopping online Lazada accounts for about half of the total revenue of online fashion shopping channels, followed by Sendo, Facebook, Tiki Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 20 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Image 21: Source: VIRAC compilation Young people in the age group of 25-34 years old are the group that spends the most on fashion This is understandable because young people always pay attention to their appearance and invest in taking care of their appearance Besides, this is also the age group that quickly grasps new trends and whose consumption behavior is heavily influenced by the media and celebrities In which, the percentage of women's fashion spending in Vietnam is slightly higher than that of men, reaching more than 50% by 2020 Image 22: Source: VIRAC, Statista Average revenue per product decreased slightly in 2020 as consumers cut back on spending According to the survey of Asia Plus Inc on Vietnamese fashion consumption behavior, the price criterion is always placed on the brand's popularity, Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 21 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam plus the influence of the epidemic, the sales of luxury goods have decreased significantly tell Image 23: Average revenue per customer of Vietnamese fashion products, 2017-2021 Regarding shopping channels, according to Statista 2022, Shopping channels for fashion products among consumers in Vietnam as of June 2022 are mostly in offline stores with 38%, followed by on e-commerce stores with 32% Image 24 The results of this study also contribute as a basis for the group's recommendations on distribution channels in the following section Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 22 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam IV KEY FINDING / RESULTS In short, the global Covid-19 epidemic in 2020 has severely crippled a number of fast fashion sectors Zara, the industry pioneer in quick fashion, suffered greatly from the crisis' suddenness And 1200 Zara stores throughout the globe had to shut After the epidemic, Zara launched a second location in Hanoi, Vietnam, in addition to remaining open It is evident that Zara has enjoyed success in Vietnam despite the fact that it has only been on the market for five years The brand-new Zara formally entered the Vietnamese market in 2016 by opening its first location in Ho Chi Minh City However, Vietnamese citizens now embrace global clothing brands like Zara Data from 2019 indicate that after three years in Vietnam, Zara had earned more than 3,000 billion VND, demonstrating how popular this fashion brand is with Vietnamese consumers Zara's sales in Vietnam decreased significantly due to the pandemic, which was clearly felt from the beginning of 2020 to the beginning of 2022, however following the epidemic, Vietnam's well-known and significant fashion sector never went away ❖ And through the survey, we can get some results as follows: ● It can be seen that Zara is positioning its brand very well to consumers when the customers coming to them are the target customers they are targeting Most of Zara's fashion designs will be more suitable for young women and it is also more interested by most women And Zara's strategy has targeted this element and produced trendy and lowpriced designs Therefore, Vietnamese people only need to have a good income to be able to use Zara ● Zara's brand awareness is quite high When asking young people about Zara fashion stores with good prices, people will definitely mention Zara From that, it shows that its communication is very good And especially the brick-and-mortar stores ● However, up to now, Zara has only main stores in Ho Chi Minh City and Hanoi This prevents a lot of people from all over the country from buying Because Zara's production quantity is limited, plus online ordering, many times, you won't be able to buy your favorite items, it's over Therefore, if possible, Zara should expand its store distribution in many other major cities It is natural that having very few stores leads to a store's revenue not equal to other brands Survey shows that when buying, people will come directly to the store and also want to experience the product there ● Despite being limited in supply, Zara lavishly spends in its goods and clothing creations Zara focuses on decreasing quantity and Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 23 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam ❖ ❖ ❖ ➢ developing designs rather than making several goods for the same model As a consequence, there are still other models in the pipeline when one model runs out of supply Additionally, clients' buy rates are significantly greater when they have more options Customers will constantly purchase more or less, therefore Zara can always sell clothing alone ● Most people purchase because it's something they're interested in doing; they don't need a reason Therefore, it is clear that Zara's product prices are reasonable and easy for customers to afford It is not, however, a poor salary relative to Vietnamese people's average income Because Zara is an imported international brand with a production outside of Vietnam, this may be explained ● Survey shows that Zara can completely appear on e-commerce platforms and sales from these online stores will not be small When people want to buy goods, they have to go to the store to shop And through the Covid 19 pandemic, Zara once claimed that they survived because of online sales Therefore, being present on e-commerce platforms will help all customers have more channels to choose from and make shopping easier for customers in other regions of the country And today the trend of shopping through e-commerce is increasing It shows that the shopping behavior of consumers through this floor has also started to increase - this is a good channel for Zara to penetrate Following the pandemic, customers' increased supply chain knowledge has slowed the expansion of fast fashion and increased demand for sustainable clothing Zara is severely harmed, making Covid recovery challenging However, in general, Zara is still growing and rebounding quite well in Vietnam following the epidemic Zara's items are only distributed in malls, which can actually prevent an unforeseen increase in sales during the present digital transition age Although it increases the visibility of Zara in the fashion business, buyers may get more interested in the brand as a result of the difficulties of shopping The fast fashion trend is progressively dying out, and in order to satisfy customer demand, Zara is also steadily protecting the environment while simultaneously raising the caliber of its materials and products The garment industry is a global industry that is most prominent when all value-creating activities for garments are spread across many countries and continents, so when there are fluctuations from the Global markets such as Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 24 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam the Covid-19 pandemic will be greatly affected In the future, uncertainties such as the Covid-19 pandemic may occur many times and have great impacts Therefore, Zara needs to seriously review its business strategies and especially the distribution channel strategy to be the most diversified and optimal Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 25 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam V CONCLUSIONS Overall, Zara is a fast fashion brand with high recognition among young people Zara with its distinctive strategies is to focus on product scarcity and focus mainly on extremely large brick-and-mortar stores in prime locations Zara is a fashion brand that pleases customers when it comes to catching up with the trends on the catwalk and launching in the fastest time with very affordable prices However, under the impact of the Covid 19 pandemic, the brand has also suffered negative impacts The epidemic caused many Zara stores to close, leading to a serious decline in Zara's revenue The application of e-commerce has also partly helped Zara recover its losses during the crisis In the current Vietnamese market, Zara has only two main selling points in Ho Chi Minh City Ho Chi Minh and Hanoi This leads to customers feeling uncomfortable in shopping Therefore, we also suggest that Zara needs to be more diversified in its distribution channels, specifically the current trend of online shopping Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 26 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam VI RECOMMENDATIONS FOR OPTIMIZING THE MARKETING CHANNELS SYSTEM 5.1 Channel structure [Channel strategy] Image 25: Channel structure Until now, Zara has sold mainly through genuine stores, which are located in large shopping centers Typically, in Vietnam, there are genuine Zara stores: Vincom Ba Trieu (Hanoi), Vincom Dong Khoi (HCM) Although the number of genuine Zara stores is not much, most of the revenue depends on these actual stores Therefore, the group still maintains the distribution of products through genuine stores, so as not to change the buying behavior of Zara consumers so far Besides, the group wants to propose and open more genuine Zara Vietnam stores in other big cities such as Da Nang, Hai Phong, Can Tho, to increase horizontal brand recognition These are cities with high economic capabilities and potential, so the sale of luxury brands is no stranger As we all know, the Covid 19 pandemic has caused Zara's sales revenue to decline significantly, down 44% compared to the average annual revenue The reason is that Zara's fashionistas cannot buy directly at stores Our team would like to propose expanding distribution channels in the digital field, especially through e-commerce channels to optimize brand recognition and consumer accessibility E-commerce channels are divided into two categories including sales through Zara's genuine website in Vietnam and sales through popular e-commerce channels in Vietnam such as Shopee, Lazada.Although in the past, sales on Zara's website have been available, however, with competition with SHEIN – the famous Chinese online retail channel, Zara has not been able to optimize its revenue We propose that Zara should focus on the sales website by developing the website at the most optimal Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 27 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam level, increasing reach and reach through advertising, implementing many large and attractive promotions on occasions, regularly updating and upgrading sales features, about product information on the website Besides, goods sold at Shopee or Lazada are distributed in genuine Malls to increase the trust of consumers In addition, we would like to propose a new form of distribution channel: Supplying goods from manufacturers, to retailers, to consumers As mentioned above, currently the number of genuine Zara stores is too small, the e-commerce channel is not too popular for consumers to search and access products, most of Zara's intermediary channels are unofficial such as through some online channels or portable goods from abroad, The intermediate distribution of goods through retailers is a necessary option Hoang Phuc is an exclusive distribution system of fashion brands in the world Zara can cooperate with this distributor to be able to expand its customer reach However, when distributing goods through intermediaries, manufacturers must consider commission discounts, appropriate pricing strategies 5.2 Optimal marketing / distribution channel [Channel motivation] 5.2.1 Vertical Conflict Vertical conflicts are conflicts that occur between members at different levels of distribution in a channel According to the distribution channel structure proposed above about Zara, vertical channel conflicts not take place much There is mainly a conflict between the manufacturer and the retailer if they cannot agree satisfactorily on the discount of the goods, affecting the selling price of the product 5.2.2 Horizontal Conflict Horizontal conflict is a conflict between intermediaries at the same level of distribution in the channel With Zara's channel structure, horizontal conflicts take place mainly The difference in price can be seen when selling directly and selling through intermediaries Goods at Zara's stores will be priced more softly because they are not bound by shipping costs Meanwhile, through retailers, their manufacturers have to extract a commission for them When selling on e-commerce platforms, websites, the selling price will also be changed more or less depending on some costs: transportation, marketing, storage, sales Therefore, the price determines a significant part of that form of distribution If the product price difference is too large between channels, it is possible that consumers will consider the benefits of purchase, and choose the type of purchase in which they will gain the most It also creates a reason for the uneven development of channel forms, affecting Zara's overall revenue Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 28 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam VI LIMITATIONS & CAVEATS - About limitations when making the report: Since Zara is an international brand and has only branches in Ho Chi Minh City and Hanoi, it is difficult to get access to information online / directly from the manager This limits the taking of objective information from two sides: managers and customers Due to limited resources and finance, the team can only collect survey samples from students of Ton Duc Thang University - those who have known/have had experience with shopping at Zara Vietnam This reason leads to the fact that the information collected may only be the views of the students, who not have much experience or understanding of the proper distribution - Regarding the limitations of Zara's distribution channels in Vietnam: Zara has taken full advantage of the vertical integration in its supply chain resulting in significantly improved delivery times and more market share However, with the rate of online shopping and the time customers spend on social networks has increased significantly, Zara's website has not been chosen by many Vietnamese as a place to shop, they prefer to go to stores - offline Therefore, Zara needs to invest more in perfecting its website and shopping app, allowing customers to have a more enjoyable experience when shopping online In addition, the lack of association with the official intermediaries (retailers, wholesalers) leads to the rampant sale of fake Zara products, customers who not have a good understanding will trust and order Receiving products that are not as expected will make them lose confidence in the brand Zara needs to strengthen policies to protect the interests of customers Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 29 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam APPENDIX Image 1:Laduma once accused Zara of copying one of Maxhosa by Laduma's designs .5 Image 2: Celine is a high-end brand that has been massively imitated by Zara Image 3: Statistics on the average price of Zara in countries around the world .7 Image 4: A series of shops that accept Zara fashion orders on social networks Image 5: Clothing branded Zara but products of unknown origin Image 6: What is your gender? .13 Image 7: Your Age? 13 Image 8: What is your current job? 13 Image 9: What is your average monthly income? 14 Image 10: How did you know about Zara and their products? .14 Image 11: What criteria you usually choose clothes according to? 15 Image 12: Is there a Zara store near where you live? .15 Image 13: Have you ever had a shopping experience at Zara? 15 Image 14: Where you usually buy Zara products? .16 Image 15: Where you often know about Zara's promotions and gifts? .16 Image 16: When you usually buy? 16 Image 17: Do you think Zara's price is suitable for Vietnamese people's income? .17 Image 18: What difficulties you have when buying at Zara? 17 Image 19: How you rate Zara's product material in accordance with the trend of environmental protection compared to other brands? .17 Image 20: If Zara appears on the e-commerce platform, you think it is suitable or not? 18 Image 21: Source: VIRAC compilation 19 Image 22: Source: VIRAC, Statista 19 Image 23: Average revenue per customer of Vietnamese fashion products, 2017-2021 20 Image 24 20 Image 25: Channel structure 23 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 30 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam REFERENCES Bush, Thomas, and Abdul Momin “PESTLE Analysis of Zara.” PESTLE Analysis, https://pestleanalysis.com/pestle-analysis-of-zara/ Accessed 15 December 2022 “Công ty sở hữu chuỗi thời trang Zara báo cáo lợi nhuận cao kỷ lục | Doanh nghiệp | Vietnam+.” VietnamPlus, 15 December 2021, https://www.vietnamplus.vn/cong-ty-so-huu-chuoi-thoi-trang-zara-bao-caoloi-nhuan-cao-ky-luc/761153.vnp Accessed 15 December 2022 “Công ty sở hữu chuỗi thời trang Zara báo cáo lợi nhuận cao kỷ lục | Doanh nghiệp | Vietnam+.” VietnamPlus, 15 December 2021, https://www.vietnamplus.vn/cong-ty-so-huu-chuoi-thoi-trang-zara-bao-caoloi-nhuan-cao-ky-luc/761153.vnp Accessed 15 December 2022 Johnson, Jake “Analysis of Zara's Competitive Advantage Free Essay Example.” StudyMoose, https://studymoose.com/analysis-of-zara-scompetitive-advantage-essay Accessed 15 December 2022 Pons, Corina “Zara owner Inditex bucks retail trend as sales boom.” Reuters, June 2022, https://www.reuters.com/business/retail-consumer/zara-ownerinditexs-quarterly-profit-jumps-80-post-covid-wardrobe-renewals-2022-0608/ Accessed 15 December 2022 “Thời trang ngoại cạnh tranh mạnh mẽ thị trường nội địa.” Công an Nhân dân, 19 August 2022, 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https://www.brandsvietnam.com/18383-Gan-nhu-khong-quangcao-Zara-thu-hut-khach-hang-nhu-the-nao, Accessed December 2022 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Tieu luan 31 Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam Marketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnamMarketing.channel.design.an.optimal.marketing.channel.strategy.of.zara.vietnam
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